Data management using structured data governance metadata

ABSTRACT

Systems and methods provide for data management and governance to enforce proper usage of data. Data is tagged with data governance metadata dictating usage of the data. Standard types of data governance metadata are set forth with each type having predefined options such that applications can share data and understand the associated data governance metadata. For a given data, one or more options are selected for each type of data governance metadata and tagged to the data to control usage of the data.

BACKGROUND

The Internet has presented an ability to collect enormous amounts ofdetailed data about people that was previously unattainable from justoffline sources. While data collected both online and offline providesrich information useful for analytics, marketing, advertising, and otherpurposes, the data collection and usage presents serious concernsrelated to the rights, obligations, and restrictions related to thedata. For instance, a variety of legal and contractual restrictions mayapply to data collection and usage. Legal restrictions are numerous andnuanced, varying widely by region, while contractual restrictions varygreatly among data sources, including different data collection andsharing contracts, privacy policies and settings, and consumer opt-outs.

Given the vast amount and variety of data collected both online andoffline and the varying restrictions that apply, complying with suchrestrictions has proven to be a difficult task. Analytics applicationsand other types of digital marketing applications that collect data aretypically responsible stewards of their own data since the applicablerestrictions are generally well-known for a given set of use cases.However, the problem is exacerbated when data is combined or sharedamong applications, or in a centralized repository (e.g., a “cloud dataplatform”). In particular, it has become commonplace for applicationsthat use data to obtain the data from various sources, such asthird-party data providers, advertising ecosystem participants, offlinecustomer relationship management (CRM) and point of sale (POS) systems.Each of these data sources may have different restrictions affectingusage of the data. An application receiving such data may not have agood understanding of these restrictions. As a result, this sharing andcombination of data could result in improper, unexpected, orunauthorized use of data. Recognition of the major constraints involvedin data usage is problematic, as is sharing those constraints with thebroader digital marketing ecosystem.

SUMMARY

Embodiments of the present invention relate to, among other things,tagging data with a well-defined set of data governance metadatadictating usage of the data. Standard types of data governance metadataare set forth with each type having predefined options such thatapplications can share data and understand the associated datagovernance metadata. In some configurations, a determination is maderegarding an extent to which data can be used to identify and/or contacta person, and the data is tagged with first data governance metadataspecifying the extent to which the data can be used to identify and/orcontact a person. Additionally, an authentication state of the person atthe time of data collection is determined, and the data is tagged withsecond data governance metadata indicating the authentication state.Further, a determination is made regarding whether any standardcontractual considerations apply to the data, and the data is taggedwith third data governance metadata identifying any identified standardcontractual considerations.

This summary is provided to introduce a selection of concepts in asimplified form that are further described below in the DetailedDescription. This summary is not intended to identify key features oressential features of the claimed subject matter, nor is it intended tobe used as an aid in determining the scope of the claimed subjectmatter.

BRIEF DESCRIPTION OF THE DRAWINGS

The present invention is described in detail below with reference to theattached drawing figures, wherein:

FIGS. 1A and 1B are block diagrams illustrating exemplary systems inaccordance with some implementations of the present disclosure;

FIG. 2 is a table showing exemplary standard types of data governancemetadata with available metadata options for each type;

FIG. 3 is a flow diagram showing a method for tagging data with datagovernance metadata in accordance with implementations of the presentdisclosure;

FIG. 4 is diagram and table illustrating options for data governancemetadata specifying an extent to which data includes information thatcan be used to identify and/or contact a person;

FIG. 5 is a table illustrating options for data governance metadataspecifying standard contractual considerations;

FIG. 6 is a flow diagram showing a method for employing data governancemetadata associated with data in determining proper usage of the datawithin an application in accordance with implementations of the presentdisclosure;

FIG. 7 is a table illustrating data governance rules for various typesof actions based on different types of data governance metadata;

FIG. 8 is a flow diagram showing a method for tagging data governancemetadata to combined data generated from the combination of differentpieces of data in accordance with implementations of the presentdisclosure; and

FIG. 9 is a block diagram of an exemplary computing environment suitablefor use in implementations of the present disclosure.

DETAILED DESCRIPTION

The subject matter of the present invention is described withspecificity herein to meet statutory requirements. However, thedescription itself is not intended to limit the scope of this patent.Rather, the inventors have contemplated that the claimed subject mattermight also be embodied in other ways, to include different steps orcombinations of steps similar to the ones described in this document, inconjunction with other present or future technologies. Moreover,although the terms “step” and/or “block” may be used herein to connotedifferent elements of methods employed, the terms should not beinterpreted as implying any particular order among or between varioussteps herein disclosed unless and except when the order of individualsteps is explicitly described.

Various terms are used throughout this description. Definitions of someterms are included below to provide a clearer understanding of the ideasdisclosed herein:

The term “data” is used broadly herein to include any type ofinformation collected from online or offline activities. “Online” dataincludes any information collected via a device connected to a network(e.g., personal computer, mobile device, “Internet of Things” device,etc.). In some instances, data includes information about a personand/or a person's interaction (e.g., with a website, app, POS system,etc.); while in other instances, data may be generic and not related toa person (e.g., catalog data, weather data, etc.).

The term “data governance metadata” refers to information describingdata that dictates how the data can be properly used. In accordance withthe description herein, the data governance metadata may indicate: (1)whether the data is information about a person; (2) an extent to whichthe data can be used to identify and/or contact a person; (3) anauthentication state at time of data collection; (4) any standardcontractual considerations; and (5) other information relevant to usageof the data.

The term “authentication state” refers to an extent to which a person isauthenticated when data is collected. For instance, an authenticationstate may indicate whether a person is logged in (authenticated),explicitly logged out, or neither.

The term “standard contractual consideration” refers to a constraintplaced on data by way of contractual restriction. Contractualrestrictions could involve, for instance: third party data providers, adnetwork providers, social data providers, customer contracts withapplication providers, privacy policy agreements with consumers, andconsumer opt-out preferences. The standard contractual considerationsare “standard” in the sense that a predefined set of options areavailable for selection to cover a number of typical contractualrestrictions.

The term “data governance rules” refers to a set of rules that dictatewhether data can be used to perform different activities based onassociated data governance metadata. As described in further detailherein, a set of data governance rules is defined for each of a numberof different types of actions that can be taken using data. For a givenaction, the set of data governance rules define an impact of each typeof data governance metadata on the ability to perform the action. Eachapplication that uses data can have its own set of data governance rulesbased on its own use cases and how the data governance metadata applies.

The term “user” refers to a person who employs an application to performan action on data, including tagging data with data governance metadataor performing an activity with the data, such as analysis or marketingactions.

A possible approach to addressing the problem of data management is totag data with metadata that can be inspected when determining how toproperly use the data. However, for any piece of data, there could behundreds of pieces of associated metadata. Storing all the possiblemetadata is infeasible as the storage requirements would be massive. Asa result, most applications store minimal amounts of data usagerestriction information, and must base system features on knowledge oftheir own individual contracts. This approach tends to be overlyrestrictive on what data can be shared, greatly limiting the usage ofdata. Additionally, the individual contract terms that limit data usageand define application-specific features are not recognized by otherapplications. For instance, one application may store certain metadatathat helps to control usage of the data within that application, butwhen that data is passed to another application, the receivingapplication doesn't accept the metadata, which could lead to improperdata usage.

Embodiments of the present invention address the technical challenge ofcontrolling data usage by providing a data management and governancesolution that employs a structured approach to tagging data with datagovernance metadata dictating proper usage of the data. Generally, thestructured approach employs a data management framework definingstandard types of data governance metadata for tagging data. Thestandard types of data governance metadata are directed to the mostrelevant information required to make appropriate data usage decisions.The data management framework also defines possible options for eachtype of data governance metadata. The types of data governance metadataand available options strike an appropriate balance of providingsufficient information to make detailed decisions about data usage whilenot requiring storage of incredible amounts of metadata. Moreover,because standard types of data governance metadata with predefinedoptions are employed, data can be shared between applications and eachapplication can understand the data governance metadata and ensureproper usage of the data.

More particularly, the standard types of data governance metadata mayinclude metadata indicating whether the data is information about auser. This distinguishes between data about a person (indirectly ordirectly) versus generic data. In some configurations, if the data isnot information about a user, some data governance metadata is notnecessary and can be omitted. The data governance metadata may alsoinclude information indicating an extent to which the data can be usedto identify and/or contact a person. This data governance metadata maybe used to ensure compliance with contractual and regulatoryrestrictions on use of data that can be used to directly or indirectlyidentify/contact a person. The data governance metadata may furtherindicate an authentication state of a person at the time the data wascollected, such as whether the data was collected when the person wasexplicitly logged in. This data governance metadata helps ensurecompliance with complex usage patterns that arise out of consumerexpectations and regulatory leanings based on how data was collected.The data governance metadata may further indicate standard contractualconsiderations (if any) that apply to the data. This data governancemetadata ensures correct usage of data based on contractualrestrictions, including privacy policies and settings. In someconfigurations, the data governance metadata may also include an optionto specify other information using free form text as opposed toselection from one of a set of predefined options. This data governancemetadata allows for capturing situations in which data usagerestrictions apply that are not captured by the other types of datagovernance metadata.

Data may be tagged with data governance metadata at various points intime, such as, for instance, when the data is collected or when the datais being shared (e.g., from one application to another). An applicationmay be configured to algorithmically analyze data and tag the data withdata governance metadata by selecting from available options for eachtype of data governance metadata. For instance, an application maymaintain a dictionary mapping keywords and/or text patterns to availableoptions for the data governance metadata. Accordingly, the text of dataand/or corresponding metadata can be analyzed to identify a matchingkeyword and/or text pattern from the dictionary. The data governancemetadata option(s) mapped to that keyword and/or text pattern is thenselected by the application to tag the data. Further, privacy settingsand other associated contractual requirements could be automaticallyanalyzed to select appropriate data governance metadata. In someinstances, an application may not be able to automatically determine anappropriate option for each type of data governance metadata. In suchinstances, the application may be configured to select a default option.Additionally or alternatively, the application may be configured topresent a user interface that prompts a user to select availableoption(s) for each type of data governance metadata.

With reference now to the drawings, FIG. 1A is a block diagramillustrating an exemplary system 100A for data management and governanceto ensure proper usage of data in accordance with implementations of thepresent disclosure. It should be understood that this and otherarrangements described herein are set forth only as examples. Otherarrangements and elements (e.g., machines, interfaces, functions,orders, and groupings of functions, etc.) can be used in addition to orinstead of those shown, and some elements may be omitted altogether.Further, many of the elements described herein are functional entitiesthat may be implemented as discrete or distributed components or inconjunction with other components, and in any suitable combination andlocation. Various functions described herein as being performed by oneor more entities may be carried out by hardware, firmware, and/orsoftware. For instance, various functions may be carried out by aprocessor executing instructions stored in memory.

The system 100A is an example of a suitable architecture forimplementing certain aspects of the present disclosure. Among othercomponents not shown, the system 100A includes a metadata tagging engine104 configured to tag data, such as the data 102, with data governancemetadata. In the example shown in FIG. 1, the metadata tagging engine104 has tagged the data 102 with the data governance metadata 112. Themetadata tagging engine 104 may be provided, for instance, by anapplication that collects, transfers, receives, and/or performs actionsusing the data 102.

The metadata tagging engine 104 is configured to tag data with astandard set of data governance metadata. The metadata tagging engine104 may tag data with data governance metadata using an approach such asthe method 300 described below with reference to FIG. 3. By using astandard set of data governance metadata, data can be shared amongapplications, and each application can understand the data governancemetadata associated with the shared data. FIG. 2 provides a table 202showing exemplary standard types of data governance metadata 204 used inaccordance with some aspects of the present disclosure. As shown in FIG.2, the types of data governance metadata 204 include:

-   -   Data Governance Metadata 1: Metadata indicating whether the data        includes information about a person, including activities of a        person.    -   Data Governance Metadata 2: Metadata indicating an extent to        which the data includes information that can be used to identify        and/or contact a person.    -   Data Governance Metadata 3: Metadata identifying an        authentication state at the time of data collection.    -   Data Governance Metadata 4: Metadata identifying standard        contractual considerations (if any) that apply to the data.    -   Data Governance Metadata 5: Metadata identifying other        information that impacts usage of the data.

Each type of data governance metadata 204 includes a number ofpredefined options 206 that can be provided to describe the data (withthe exception of data governance metadata 5, which allows for free formtext). Having predefined options for each type of data governancemetadata provides a standard approach that further facilitatesapplications understanding data governance metadata associated withshared data. For a given piece of data, the options for a given type ofdata governance data may be mutually exclusive (e.g., only one optioncan be selected for data governance metadata 1) or any number of optionsmay be selected (e.g., multiple options can be selected for datagovernance metadata 4).

In accordance with some embodiments, a default option 208 is defined foreach type of data governance metadata. The default option 208 isselected and tagged to data in circumstances in which a specific optionfrom the available options 206 has not been determined.

It should be understood that the types of data governance metadata 204,available options 206, and default option 208 in FIG. 2 are shown by wayof example only. Additional/other types of data governance metadata,options, and default options may be employed in accordance with variousimplementations of the present disclosure.

Returning to FIG. 1, to facilitate tagging the data 102 with the datagovernance metadata 112, the metadata tagging engine 104 includes atagging module 108 and user interface (UI) module 110. The taggingmodule 108 operates to automatically tag the data 102 with appropriateoptions for the various types of data governance metadata. The taggingmodule 108 may be configured to automatically tag the data 102 with datagovernance metadata 112 in a variety of different manners. In someconfigurations, the tagging module 108 is configured to automaticallytag the data 102 with particular data governance metadata without anyanalysis of the data 102. This could include a preset determinationbased on knowledge of a data source. For example, in instances in whichthe tagging module 108 is provided by an application collecting data,the standard contractual considerations that apply to all data collectedby the application may be known, and the tagging module 108 may applythe same standard contractual considerations data governance metadata toall collected data. As another example, when obtaining data from athird-party data source, the value for the authentication state may beautomatically set to a not provided authentication state because thethird-party data source doesn't track this type of metadata.

In some configurations, the tagging module 108 operates to automaticallytag the data 102 with the data governance module via an API. Forinstance, if the data 102 is obtained from a data source (not shown),the API may request the data source to provide data governance metadatafor the data 102. The tagging module 108 tags the data 102 with the datagovernance metadata obtained from the data source via the API.

In further configurations, the tagging module 108 operates toautomatically analyze the data 102 and/or associated metadata to selectappropriate data governance metadata options for the data 102. Forinstance, the tagging module 108 may maintain a dictionary that mapskeywords and/or text patterns (e.g., presence of @ symbol) to availableoptions for data governance metadata. Accordingly, the text of the data102 or associated metadata (e.g., a data field for the data 102) can beanalyzed to identify a keyword and/or text pattern from the dictionarythat matches the text. The data governance metadata option(s) mapped tothat keyword and/or text pattern is then selected by the tagging module108 to tag the data 102. In some configurations, privacy settings andother associated contractual requirements could be automaticallyanalyzed to select appropriate data governance metadata 112. In someinstances, the tagging module 108 may not be able to automaticallydetermine an appropriate option for each type of data governancemetadata. In such instances, the tagging module 108 may be configured toselect a default option.

The metadata tagging engine 104 also includes a UI module 110 thatallows a user to manually select data governance metadata 112 for thedata 102. In instances in which the tagging module 108 has automaticallyselected data governance metadata options for the data 102, the UImodule 110 presents the selected options and allows the user to verifyor change the assigned data governance metadata 112. In other instances,the data 102 has not been automatically tagged for at least one type ofdata governance metadata, and the UI module 110 presents a UI thatindicates that data governance metadata needs to be assigned to the data102. The UI indicates the available options for each type of datagovernance metadata that needs to be assigned to the data 102 and allowsthe user to select from the available options. The data 102 is therebytagged with data governance metadata 112 based on the user selection(s).

After the data 102 has been tagged with data governance metadata 112, anapplication (e.g., the application 106) that intends to use the data 102consults the data governance metadata 112 to determine proper usage ofthe data 102. As shown in FIG. 1A, the application 106 includes a datausage module 114 that provides various actions that can be performed bythe application 106 using the data 102. The application 106 may resideon any type of device, such as a server device or a user device (e.g.,personal computer, mobile device, “Internet of things” device, etc.).Among other things, the actions that can be taken by the application 106include analytics activities, advertising activities, and marketingactivities. For instance, the actions could include marketing activitiesfor a user device, such as sending marketing messages to a user devicebased on the data 102.

The application 106 includes a data governance module 116 that controlswhether certain actions can be performed using the data 102 based on thedata governance metadata 112. The data governance module 116 may controlusage of the data 102 by the data usage module 114 using an approachsuch as the method 600 described below with reference to FIG. 6.Generally, the data governance module 116 references the data governancemetadata 112 and data governance rules 118 to determine proper usage ofthe data 102. There are numerous types of actions that can be performedby the data usage module 114 using the data 102, such as variousanalytics, data sharing, and marketing actions. The data governancerules 118 defines a set of data governance rules for each type of actionthat sets forth how the different types of data governance metadataimpact usage of data for each action. Accordingly, when the data usagemodule 114 intends to use the data 102 to perform a particular action,the data governance metadata 112 tagged to the data 102 is accessed.Additionally, the set of data governance rules applicable to the actionare accessed from the data governance rules 118. The impact of the datagovernance metadata 112 on the ability to perform the action isdetermined based on the set of data governance rules for that particularaction. If it is determined that the impact indicates the action is notpermissible using the data 102, the action is prevented from beingperformed using the data 102. Alternatively, if it is determined thatthe impact indicates the action is permissible using the data 102, theaction is allowed to be performed by the application 106 using the data102.

FIG. 1B shows a system 100B in which the metadata tagging engine 104tags data governance metadata 128 to combined data 126 formed bycombining a first piece of data 102 with a second piece of data 122. Thedata 102 and 122 may be combined to form the combined data 126 using anynumber of different operations, such as, for instance, joins,intersections of sets, or superimposing fields on one another. AlthoughFIG. 1B shows the metadata tagging engine 104 tagging data governancemetadata to combined data formed from two pieces of data, it should beunderstood that the combined data may be formed from any number ofpieces of data.

As shown in FIG. 1B, the data 102 has been previously tagged with datagovernance metadata 112, and the data 122 has been previously taggedwith the data governance metadata 124. Each of the data governancemetadata 112 and 124 may include different types of data governancemetadata, such as those described above, including: metadata indicatingwhether the data includes information about a person; metadataindicating an extent to which the data includes information that can beused to identify and/or contact a person; metadata identifying anauthentication state at the time of data collection; metadataidentifying standard contractual considerations (if any) that apply tothe data; and metadata identifying other information that impacts usageof the data.

The tagging module 108 operates to automatically tag the combined data126 with data governance metadata 128. For most types of data governancemetadata, the general rule used by the tagging module 108 is that thedata governance metadata is cumulative. This rule applies to datagovernance metadata identifying authentication state and standardcontractual considerations. For instance, if the data governancemetadata 112 indicates an identified authentication state and the datagovernance metadata 124 indicates an ambiguous authentication state, thedata governance metadata 128 for the combined data 126 indicates bothidentified and ambiguous authentication states. As another example, ifthe data governance metadata 112 indicates a first standard contractualconsideration and the data governance metadata 124 indicates second andthird standard contractual considerations, the data governance metadata128 indicates the first, second, and third standard contractualconsiderations. Similarly, any other information from the datagovernance metadata 112 and the data governance metadata 124 is providedas other information for the data governance metadata 128.

A cumulative rule cannot be similarly used for data governance metadataregarding an extent to which data can be used to identify and/or contacta person, as combined data can affect this property in unexpected ways.For instance, two or more pieces of data that alone cannot be used toidentify and/or contact a person could be combined to form a combineddata that can be used to identify and/or contact a person. By way ofexample to illustrate, suppose three separate pieces of data arecombined: a street number, a street name, and a zip code. Alone, thesepieces of data cannot be used to identify and/or contact a person, butthe combined data provides a full address. Accordingly, in someconfigurations, the tagging module 108 analyzes the combined data 126,data 102, data 122, metadata for the data 102, and/or metadata for thedata 122 to determine an extent to which the combined data can be usedto identify and/or contact a person and select an appropriate option forthe data governance metadata 128. For example, the tagging module 108may include rules that when data with certain data fields are combined,particular options for this type of data governance metadata areselected. In some instances, the tagging module 108 may not be able toautomatically select an appropriate option for this type of datagovernance metadata or may simply select a default option. In suchinstances, the UI module 110 presents a UI that prompts a user to selectan option for this type of data governance metadata.

Referring next to FIG. 3, a flow diagram is provided illustrating amethod 300 for tagging data with data governance metadata. Each block ofthe method 300 and any other methods described herein comprises acomputing process that may be performed using any combination ofhardware, firmware, and/or software. For instance, various functions maybe carried out by a processor executing instructions stored in memory.The methods may also be embodied as computer-usable instructions storedon computer storage media. The methods may be provided by a standaloneapplication, a service or hosted service (standalone or in combinationwith another hosted service), or a plug-in to another product, to name afew. The method 300 may be performed at least in part, for instance, bythe metadata tagging engine 104 of FIG. 1A.

As shown at block 302, a determination is made regarding whether thedata is information about a person. Based on this determination, thedata is tagged with data governance metadata identifying the data iseither information about a person or not information about a person, asshown at block 304. Due to the landscape of regulations and consumerexpectations, data about a person should be identified as such. Thisdetermination distinguishes between data about a person (indirectly ordirectly) versus generic data such as catalog data, weather data, etc.Even if the data relates to an anonymous person, the data is nonethelessinformation about a person, so the determination is “Yes.” For example,if the data is information about a specific product (Red, Size 9 Shoes,Model 123), then the data is purely catalog information and is notinformation about a user such that there are no privacy concerns.However, it the data is able to be related to a given consumer whoviewed or liked these shoes, then the data is information about a user.In some embodiments, the default for this determination is “Yes” toensure privacy is protected. By knowing that data is related to aspecific person (pseudonymously or directly), then appropriate policyconsiderations can be addressed. Additionally, knowing whether the datais about a person or not streamlines access to user data versus non-userdata.

At block 306, a determination is made regarding the extent to which thedata includes information that can be used to identify and/or contact aperson. Based on this determination, the data is tagged with datagovernance metadata identifying an extent to which the information canbe used to identify and/or contact a person, as shown at block 308. Thepurpose of this data governance metadata is to denote how the datashould be treated with respect to security (e.g., best practices callfor encryption in transit and at rest of data that directly identifies aperson) and data usage (e.g., contractual and regulatory restrictions onuse of the data based on the extent to which the user can beidentified/contacted using the data).

In accordance with various embodiments of the present invention, anumber of different levels may be employed for this type of datagovernance metadata. By way of example only and not limitation, oneconfiguration employs four different levels. These four different levelsare illustrated by a diagram 402 and table 404 with examples and US/EUcategorizations provided in FIG. 4. At one end of the spectrum (i.e.,the most unrestricted), data can be identified as anonymous orunrestricted 406. This includes data such as birthdate, gender, postalcode, and OS Type, which cannot be used alone to identify the person. Ata second level, data can be identified as indirectly identifiable data408. This includes data such as IP address, cookie ID, device ID, ad ID,or a one-way hashed CRM ID, which does not directly identify a personbut can indirectly identify a person, for instance, if the data isconnected with another data set. At a third level, data can beidentified as personally identifiable information (PII) or directlyidentifiable data 410. This is data such as name, email address, homeaddress, or an unhashed CRM ID that can be used to directly identifyand/or contact a person. A fourth level (i.e., the most restricted) isdirected to data that is treated as sensitive personal data 412, such ascredit card information, political affiliation, religion, and healthinformation. In some situations, the collection of sensitive personaldata may be prohibited, and the fourth level may not be employed. Insome configurations, data is tagged with data governance metadataidentifying the third level (i.e., directly identifiable) as a default.

Returning to FIG. 3, a determination is made regarding an authenticationstate at a time of collection of the data, as shown at block 310. Thedata is tagged with data governance metadata identifying theauthentication state, as shown at block 312. Due to consumerexpectations, and nascent regulatory leanings, use of data that has beencollected while a person is not logged into a site has a complex set ofusage parameters. In various embodiments, data may be tagged withvarious different authentication states. In one particular embodiment,four different authentication states are available. A firstauthentication state is an identified authentication state in which theperson was explicitly logged in/authenticated at the time of datacollection. A second authentication state is an incognito authenticationstate in which the person was explicitly logged out at the time of datacollection. A third authentication state is an ambiguous authenticationstate, which indicates neither logged in nor explicitly logged out. Afourth authentication state is a not provided authentication state,which is used when the authentication state is not known, such assituations in which information identifying the authentication state wasnot recorded at the time of data collection. In some embodiments, thenot provided authentication state is used as a default.

As shown at block 314, a determination is made regarding whether anystandard contractual considerations apply to the data. The data istagged with data governance metadata indicating any standard contractualconsiderations identified as applying to the data, as shown at block316. Standard contractual considerations involve various constraintsplaced on the data, usually by way of contractual restrictions.Contractual restrictions could involve, for instance: third party dataproviders, ad network providers, social data providers, customercontracts with solution providers, privacy policy agreements withconsumers, and consumer opt-out preferences. The data governancemetadata for the standard contractual considerations are intended toinsure correct use of the data based on contractual restrictions. Thedata can be tagged with data governance metadata with any combination ofstandard contractual considerations that apply to the data. Forinstance, one piece of data may be tagged with multiple standardcontractual considerations, while another piece of data may be taggedwith no standard contractual considerations.

The standard contractual considerations are “standard” in the sense thata predefined set of options are available for selection to cover anumber of typical contractual restrictions. FIG. 5 provides a table 502identifying a number of standard contractual considerations. Thesestandard contractual considerations include: (1) data cannot be used tobuild profiles for cross-site targeting; (2) data cannot be used for anytargeting, but can be used for analytics/attribution; (3) data cannot beused to build profiles for same-site targeting; (4) data cannot be usedto build profiles for analytics; (5) data cannot be used to build anyprofiles or for any targeting; (6) data cannot be sent to advertisingplatforms; (7) data cannot be used with directly identifiableinformation; and (8) data cannot be disclosed to a third party. Itshould be understood that these standard contractual considerations areprovided by way of example only and other standard contractualconsiderations may be employed within various configurations of thepresent invention.

Returning again to FIG. 3, a determination is made regarding whetherthere is any other information that may govern usage of the data, asshown at block 318. The data is tagged with data governance metadataidentifying any other information provided, as shown at block 320. Otherinformation is used in situations where non-standard contract clauses orother unique considerations are imposed on the data that are notcaptured by the standard contractual considerations. In general, thereis no fixed rule that applies to this data governance metadata but it isintended to capture information that impacts use of the data that is notdictated by other data governance metadata (e.g., the standardcontractual considerations data governance metadata). The datagovernance metadata tagged to data can be free form text that identifiesthe other information, such as text that identifies a specific datausage restriction.

The data and data governance metadata are stored in association with oneanother on a computer storage medium, as shown at block 322.Accordingly, the data is stored with associated data governance metadatasuch that the data governance metadata can be referenced when the datais intended to be used in order to enforce proper usage of the data.

Although the method 300 shows tagging data with five different types ofdata governance metadata, some configurations may tag data with onlysome types of metadata and/or may tag data with additional types ofmetadata. For instance, some configurations do not use data governancemetadata regarding whether the data contains information about theperson and/or data governance metadata indicating other information. Insome configurations, a determination of whether data includesinformation about a person is used as a threshold question that dictatesthe type of data governance metadata to tag to the data. For instance,if the data does not contain information about a person, the data mayonly be tagged with data governance metadata regarding standardcontractual considerations that apply to the data since the other typesof data governance metadata may be irrelevant. Alternatively, if thedata contains information about a person, the data is tagged with alltypes of data governance metadata.

As discussed above with reference to FIG. 2, the selection of optionsfor each type of data governance metadata may be done automatically(e.g., via an API) or manually (e.g., via a UI). Accordingly, thedeterminations performed in the method 300 may be made by anycombination of automatic and manual selections of options for thevarious types of data governance metadata.

Turning next to FIG. 6, a flow diagram is provided illustrating a method600 for employing data governance metadata associated with data indetermining proper usage of the data within an application. The method600 may be performed, for instance, by the data governance module 116 ofFIG. 1A. As shown at block 602, the data governance metadata associatedwith data is accessed.

The impact of the data governance metadata on the ability to perform aparticular action using the data is determined at block 604. This mayinclude determining the particular type of action at block 606,accessing a set of data governance rules for that type of action atblock 608, and determining whether the action can be performed using thedata based on the applicable data governance rules and the datagovernance metadata for the data at block 610.

Generally, a number of different types of actions may be performed usingdata within the application. A set of data governance rules is definedfor each type of action that sets forth the impact of data governancemetadata on usage of the data. By way of example only, FIG. 7 provides atable 702 that lists types of actions 704. For each action, the set ofdata governance rules indicates: (1) the impact 706 of data governancemetadata regarding the extent to which the data includes informationthat can be used to identify and/or contact a user; (2) the impact 708of data governance metadata identifying an authentication state at atime of collection of the data; and (3) the impact 710 of datagovernance metadata identifying any standard contractual considerationsthat apply to the data. As noted above, each type of data governancemetadata may have a set of predefined options. Accordingly, each set ofdata governance rules sets forth the impact of predefined options foreach type of data governance metadata on the ability to perform acorresponding action. As can be understood, the impact defined for eachtype of data governance metadata may be codependent on other datagovernance metadata. Additionally, it should be understood that the setof data governance rules and actions set forth in FIG. 7 are providedmerely as examples. Each application that uses data can have its own setof data governance rules based on its own use cases and how the datagovernance metadata applies.

Referring again to FIG. 6, if it is determined that the action using thedata is not permissible at block 612, the action is prevented from beingperformed using the data, as shown at block 614. In some configurations,this could include disabling the action in the application for the data.For instance, a UI element for selecting the action in the applicationmay be grayed out and disabled, or the UI element may be removed fromthe UI. In some configurations, the action may be prevented by filteringthe data from a set of data being retrieved from a data source toperform the action. For instance, the action may be generating anddelivering a marketing message to a recipient using various data aboutthe recipient. The action may be permissible for some data and may notpermissible for other data based on associated data governance metadata.Accordingly, only the data for which the action is permissible isretrieved and used to generate the marketing message.

Alternatively, if it is determined that the action is permissible usingthe data at block 612, the action is allowed to be performed using thedata, as shown at block 616. As noted previously, some configurationsallow for data governance metadata that specify other informationregarding the data. Because this other information is open-ended, it maynot be possible to configure the application to automatically allow ordisallow a particular action based on this type of data governancemetadata. Instead, if the data governance metadata includes otherinformation, the other information is presented to a user of theapplication, as shown at block 618. As such, the user can review theother information and determine whether it impacts the ability to usethe data for the particular action.

As noted above, in some configurations, data that is determined to notinclude information about a person may only be tagged with datagovernance metadata specifying standard contractual considerations thatapply to the data. In such configurations, determining the proper use ofsuch data may involve determining only the impact of the data governancemetadata for the standard contractual considerations since that is theonly available data governance for the data.

With reference now to FIG. 8, a flow diagram is provided illustrating amethod 800 for tagging data governance metadata to combined datagenerated from the combination of different pieces of data. The method800 may be performed, for instance, by the metadata tagging engine 104of FIG. 1B. As shown at block 802, data governance metadata for thefirst data being combined is accessed. The data governance metadataaccessed for the first data includes at least the following: (1) datagovernance metadata specifying an authentication state of a person at atime of collection of the first data; and (2) data governance metadataspecifying standard contractual considerations that apply to the firstdata. In some configurations, the solution also accesses data governancemetadata specifying an extent to which the first data comprisesinformation that can be used to identify and/or contact the person.

Similarly, data governance metadata for the second data being combinedis accessed, as shown at block 804. The data governance metadata for thesecond data includes at least the following: (1) data governancemetadata specifying an authentication state of the person at a time ofcollection of the second data; and (2) data governance metadataspecifying standard contractual considerations that apply to the seconddata. In some configurations, the solution also accesses data governancemetadata specifying an extent to which the second data comprisesinformation that can be used to identify and/or contact the person.

The data governance metadata specifying the authentication state of theperson at a time of collection of the first data is combined with thedata governance data specifying the authentication state of the personat a time of collection of second first data, as shown at block 806. Thecombined data is tagged with the cumulative authentication states, asshown at block 808. For instance, suppose the first data is tagged withan identified authentication state and the second data is tagged with anambiguous authentication state. Accordingly, the combined data is taggedwith data governance metadata that has both the ambiguous and identifiedstates.

As shown at block 810, the data governance metadata specifying standardcontractual considerations that apply to the first data are combinedwith the data governance metadata specifying standard contractualconsiderations that apply to the second data. The combined data is thentagged with the cumulative standard contractual considerations, as shownat block 812. For instance, suppose that the first data has datagovernance metadata identifying a first standard contractualconsideration that the data cannot be used to build profiles forcross-site targeting. Also, suppose the second data has data governancemetadata identifying a third standard contractual consideration that thedata cannot be used to build profiles for same-site targeting and afifth standard contractual consideration that the data cannot be used tobuild any profiles for targeting. Accordingly, the combined data istagged with data governance metadata that specifies the first, third,and fifth standard contractual considerations apply to the combineddata.

A determination is made regarding an extent to which the combined dataincludes information that can be used to identify and/or contact aperson, as shown at block 814. The combined data is tagged with datagovernance metadata identifying an extent to which the combined data canbe used to identify and/or contact a person, as shown at block 816. Insome situations, combinations of data can result in combined data thathas a heightened ability to identify/or contact a person. For instance,individual pieces of data may not include information that can be usedto identify and/or contact a person, and each piece of data may betagged with data governance metadata identifying the data as anonymous.However, when those pieces of data are combined, the combined data mayno longer be anonymous. As an example to illustrate, suppose threepieces of data are combined: the first piece of data has a streetnumber, the second piece of data has a street name, and the third pieceof data has a zip code. Standing alone, each piece of data is anonymous.However, when merged, the combined data is now directly identifiabledata (i.e., personally identifiable information). Accordingly, combineddata cannot be simply tagged with combined data governance metadataregarding an extent to which each piece of data can be used to identifyand/or contact a person. Instead, the combined data is analyzed todetermine the proper data governance metadata option. The determinationmay be done automatically, for instance, by analyzing the combined data,the pieces of data, and/or associated metadata (e.g., data fields) todetermine an appropriate option for this type of data governancemetadata. For example, when data with certain data fields are combined,a particular option for the data governance metadata can be selected. Toillustrate using the previous example, when data with street number,street name, and zip code data fields are combined, the combined datacan be automatically tagged as directly identifiable data since combineddata formed from data with these data fields provide a full address.

In some instances, combined data may not be automatically tagged withdata governance metadata regarding an extent to which the data can beused to identify and/or contact a person. In such instances, thecombined data can be manually tagged by a user. For instance, a promptcan be provided for a user to enter information identifying an extent towhich the combined data includes information that can be used toidentify and/or contact the person. The prompt may present the first andsecond data being combined or the combined data so the user can reviewand determine the appropriate data governance metadata. Additionally oralternatively, the prompt may present information regarding datagovernance metadata for each of the first and second data identifying anextent to which each includes information that can be used to identifyand/or contact the person. A user may then select an option regarding anextent to which the combined data includes information that can be usedto identify and/or contact the person. For instance, the prompt mayinclude a number of selectable options and the user may enter theinformation by selecting one of the options.

The combined data and data governance metadata are stored in associationwith one another on a computer storage medium, as shown at block 818.Accordingly, the combined data is stored with associated data governancemetadata such that the data governance metadata can be referenced whenthe combined data is intended to be used.

Although the method 800 of FIG. 8 discusses combining only two pieces ofdata, a similar approach can be used when combining any number of piecesof data. In particular, the data governance metadata for authenticationstate and standard contractual considerations are cumulative for thevarious pieces of data to tag the combined data with those types of datagovernance metadata. Additionally, data governance metadata indicatingan extent to which the combined data can be used to identify and/orcontact a person can be determined by algorithmically analyzing thecombined data, various data pieces, and/or associate metadata ormanually selected by prompting a user to select an option for this typeof data governance metadata.

Having described implementations of the present disclosure, an exemplaryoperating environment in which embodiments of the present invention maybe implemented is described below in order to provide a general contextfor various aspects of the present disclosure. Referring initially toFIG. 9 in particular, an exemplary operating environment forimplementing embodiments of the present invention is shown anddesignated generally as computing device 900. Computing device 900 isbut one example of a suitable computing environment and is not intendedto suggest any limitation as to the scope of use or functionality of theinvention. Neither should the computing device 900 be interpreted ashaving any dependency or requirement relating to any one or combinationof components illustrated.

The invention may be described in the general context of computer codeor machine-useable instructions, including computer-executableinstructions such as program modules, being executed by a computer orother machine, such as a personal data assistant or other handhelddevice. Generally, program modules including routines, programs,objects, components, data structures, etc., refer to code that performparticular tasks or implement particular abstract data types. Theinvention may be practiced in a variety of system configurations,including hand-held devices, consumer electronics, general-purposecomputers, more specialty computing devices, etc. The invention may alsobe practiced in distributed computing environments where tasks areperformed by remote-processing devices that are linked through acommunications network.

With reference to FIG. 9, computing device 900 includes bus 910 thatdirectly or indirectly couples the following devices: memory 912, one ormore processors 914, one or more presentation components 916,input/output (I/O) ports 918, input/output components 920, andillustrative power supply 922. Bus 910 represents what may be one ormore busses (such as an address bus, data bus, or combination thereof).Although the various blocks of FIG. 9 are shown with lines for the sakeof clarity, in reality, delineating various components is not so clear,and metaphorically, the lines would more accurately be grey and fuzzy.For example, one may consider a presentation component such as a displaydevice to be an I/O component. Also, processors have memory. Theinventors recognize that such is the nature of the art, and reiteratethat the diagram of FIG. 9 is merely illustrative of an exemplarycomputing device that can be used in connection with one or moreembodiments of the present invention. Distinction is not made betweensuch categories as “workstation,” “server,” “laptop,” “hand-helddevice,” etc., as all are contemplated within the scope of FIG. 9 andreference to “computing device.”

Computing device 900 typically includes a variety of computer-readablemedia. Computer-readable media can be any available media that can beaccessed by computing device 900 and includes both volatile andnonvolatile media, removable and non-removable media. By way of example,and not limitation, computer-readable media may comprise computerstorage media and communication media. Computer storage media includesboth volatile and nonvolatile, removable and non-removable mediaimplemented in any method or technology for storage of information suchas computer-readable instructions, data structures, program modules orother data. Computer storage media includes, but is not limited to, RAM,ROM, EEPROM, flash memory or other memory technology, CD-ROM, digitalversatile disks (DVD) or other optical disk storage, magnetic cassettes,magnetic tape, magnetic disk storage or other magnetic storage devices,or any other medium which can be used to store the desired informationand which can be accessed by computing device 900. Computer storagemedia does not comprise signals per se. Communication media typicallyembodies computer-readable instructions, data structures, programmodules or other data in a modulated data signal such as a carrier waveor other transport mechanism and includes any information deliverymedia. The term “modulated data signal” means a signal that has one ormore of its characteristics set or changed in such a manner as to encodeinformation in the signal. By way of example, and not limitation,communication media includes wired media such as a wired network ordirect-wired connection, and wireless media such as acoustic, RF,infrared and other wireless media. Combinations of any of the aboveshould also be included within the scope of computer-readable media.

Memory 912 includes computer storage media in the form of volatileand/or nonvolatile memory. The memory may be removable, non-removable,or a combination thereof. Exemplary hardware devices include solid-statememory, hard drives, optical-disc drives, etc. Computing device 900includes one or more processors that read data from various entitiessuch as memory 912 or I/O components 920. Presentation component(s) 916present data indications to a user or other device. Exemplarypresentation components include a display device, speaker, printingcomponent, vibrating component, etc.

I/O ports 918 allow computing device 900 to be logically coupled toother devices including I/O components 920, some of which may be builtin. Illustrative components include a microphone, joystick, game pad,satellite dish, scanner, printer, wireless device, etc. The I/Ocomponents 920 may provide a natural user interface (NUI) that processesair gestures, voice, or other physiological inputs generated by a user.In some instance, inputs may be transmitted to an appropriate networkelement for further processing. A NUI may implement any combination ofspeech recognition, touch and stylus recognition, facial recognition,biometric recognition, gesture recognition both on screen and adjacentto the screen, air gestures, head and eye-tracking, and touchrecognition associated with displays on the computing device 900. Thecomputing device 900 may be equipped with depth cameras, such as,stereoscopic camera systems, infrared camera systems, RGB camerasystems, and combinations of these for gesture detection andrecognition. Additionally, the computing device 900 may be equipped withaccelerometers or gyroscopes that enable detection of motion.

As described above, implementations of the present disclosure relate totagging data with standard types of data governance metadata havingpredefined options for each type. Additionally, implementations relateto consulting the data governance metadata using data governance ruleswhen determining whether the data can be used to perform particularactions. Further implementations address tagging data governancemetadata to combined data formed from multiple pieces of data. Thepresent invention has been described in relation to particularembodiments, which are intended in all respects to be illustrativerather than restrictive. Alternative embodiments will become apparent tothose of ordinary skill in the art to which the present inventionpertains without departing from its scope.

From the foregoing, it will be seen that this invention is one welladapted to attain all the ends and objects set forth above, togetherwith other advantages which are obvious and inherent to the system andmethod. It will be understood that certain features and subcombinationsare of utility and may be employed without reference to other featuresand subcombinations. This is contemplated by and is within the scope ofthe claims.

What is claimed is:
 1. A computer-implemented method for controlling usage of data about a person based on data governance metadata that governs the usage of the data by applications, the method comprising: configuring a metadata tagging engine by a processor to receive the data and algorithmically analyze the data using a set of rules for selecting the data governance metadata, the set of rules including a dictionary mapping keywords and/or text patterns to available options of data governance metadata; algorithmically analyzing the data, by the metadata tagging engine, to determine an extent to which the data comprises information that can be used to identify and/or contact the person and, in response to a determined extent, tagging the data with first data governance metadata for identifying the determined extent to which the data comprises information that can be used to identify and/or contact the person by selecting at least one option from a plurality of predefined options for a first type of data governance metadata; algorithmically analyzing the data, by the metadata tagging engine, to determine an authentication state of the person at a time of collection of the data and tagging the data with second data governance metadata identifying the authentication state by selecting at least one option from a plurality of predefined options for a second type of data governance metadata; algorithmically analyzing the data, by the metadata tagging engine, to determine whether any standard contractual considerations apply to the data and, in response to zero or more standard contractual considerations applying to the data, tagging the data with third data governance metadata for identifying the zero or more standard contractual considerations by selecting at least one option from a plurality of predefined options for a third type of data governance metadata; and storing the first, second, and third data governance metadata with the data in a computer storage medium to control usage of the data by the applications based on data governance rules used by the applications that define an impact of the first, second and third data governance metadata on ability of the respective applications to perform one or more actions using the data.
 2. The method of claim 1, wherein the method further includes initially determining the data is information about the person.
 3. The method of claim 1, wherein the method further comprises determining there is other information governing usage of the data and tagging the data with fourth data governance metadata identifying the other information.
 4. The method of claim 1, wherein the data is tagged with the first, second, and third data governance metadata when the data is collected, when the data is being transferred from a first application, or when the data is received at a second application.
 5. The method of claim 1, wherein the plurality of predefined options for the first type of data governance metadata comprises information identifying at least one selected from the following: unrestricted data; indirectly identifiable data; directly identifiable data; and sensitive personal data.
 6. The method of claim 1, wherein the plurality of predefined options for the second type of data governance metadata comprises information identifying at least one selected from the following: an identified authentication state; an incognito authentication state; a pseudonymous authentication state; an anonymous authentication state; and authentication state not provided.
 7. The method of claim 1, wherein the plurality of predefined options for the third type of data governance metadata comprises information that indicates at least one selected from the following: data cannot be used to build profiles for cross-site targeting; data cannot be used for any targeting, but can be used for analytics/attribution; data cannot be used to build profiles for same-site targeting; the data cannot be used to build profiles for analytics; data cannot be used to build any profiles or for any targeting; data cannot be sent to advertising platforms; data cannot be used with directly identifiable information; and the data cannot be disclosed to a third party.
 8. A computer system for controlling usage of data about a person based on data governance metadata that governs the usage of the data by applications, the system comprising: one or more processors; and one or more computer storage media storing computer useable instructions to cause the one or more processors to: receive the data by a metadata tagging engine implemented by the one or more processors to algorithmically analyze the data using a set of rules for selecting the data governance metadata, the set of rules including a dictionary mapping keywords and/or text patterns to available options of data governance metadata; algorithmically analyze the data, by the metadata tagging engine, to determine an extent to which the data comprises information that can be used to identify and/or contact the person and, in response to a determined extent, and tag the data with first data governance metadata for identifying the determined extent to which the data includes information that can be used to identify and/or contact the person by selecting from a plurality of predefined options for a first type of data governance metadata; algorithmically analyze the data, by the metadata tagging engine, to determine an authentication state of the person at a time of collection of the data and tag the data with second data governance metadata identifying the authentication state by selecting from a plurality of predefined options for a second type of data governance metadata; algorithmically analyze the data, by the metadata tagging engine, to determine whether any standard contractual considerations apply to the data and, in response to zero or more standard contractual considerations applying to the data, and tag the data with third data governance metadata for identifying the zero or more standard contractual considerations by selecting from a plurality of predefined options for a third type of data governance metadata; and store the first, second, and third data governance metadata with the data to control usage of the data by the application based on data governance rules used by the applications that define an impact of the first, second and third data governance metadata on ability of the respective applications to perform one or more actions using the data.
 9. The system of claim 8, wherein the plurality of predefined options for the first type of data governance metadata comprises information identifying at least one selected from the following: unrestricted data; indirectly identifiable data; directly identifiable data; and sensitive personal data.
 10. The system of claim 8, wherein the plurality of predefined options for the second type of data governance metadata comprises information identifying at least one selected from the following: an identified authentication state; an incognito authentication state; a pseudonymous authentication state; an anonymous authentication state; and authentication state not provided.
 11. The system of claim 8, wherein the plurality of predefined options for the third type of data governance metadata comprises information that indicates at least one selected from the following: data cannot be used to build profiles for cross-site targeting; data cannot be used for any targeting, but can be used for analytics/attribution; data cannot be used to build profiles for same-site targeting; the data cannot be used to build profiles for analytics; data cannot be used to build any profiles or for any targeting; data cannot be sent to advertising platforms; data cannot be used with directly identifiable information; and the data cannot be disclosed to a third party.
 12. The system of claim 8, wherein the instructions further cause the one or more processors to tag the data with fourth data governance metadata indicating whether the data is information about the person.
 13. The system of claim 8, wherein the instructions further cause the one or more processors to tag the data with fifth data governance metadata indicating other information governing usage of the data.
 14. The system of claim 8, wherein the data is tagged with the first, second, and third data governance metadata when the data is collected.
 15. The system of claim 8, wherein the data is tagged with the first, second, and third data governance metadata when the data is being transferred from a first application.
 16. The system of claim 8, wherein the data is tagged with the first, second, and third data governance metadata when the data is received at a first application.
 17. One or more computer storage media storing computer-useable instructions that, when executed by a computing device, cause the computing device to perform operations for controlling usage of data about a person based on data governance metadata that governs the usage of the data by applications, the operations comprising: receiving the data by a metadata tagging engine implemented by a processor to algorithmically analyze the data using a set of rules for selecting the data governance metadata, the set of rules including a dictionary mapping keywords and/or text patterns to available options of data governance metadata; determining, by the metadata tagging engine, whether the data includes information about a person; if the data does not include information about the person: tagging, by the metadata tagging engine, the data with first governance metadata indicating that the data does not include information about the person, and determining, by the metadata tagging engine, whether any considerations apply to the data, and tagging the data with second data governance metadata identifying any considerations that apply to the data; and if the data includes information about the person: tagging, by the metadata tagging engine, the data with third governance metadata indicating that the data includes information about the person, algorithmically analyzing the data, by the metadata tagging engine, to determine an extent to which the data comprises information that can be used to identify and/or contact the person and, in response to a determined extent, tagging the data with fourth data governance metadata for identifying the determined extent to which the data comprises information that can be used to identify and/or contact the person by selecting at least one option from a plurality of predefined options for a first type of data governance metadata; algorithmically analyzing the data, by the metadata tagging engine, to determine an authentication state of the person at a time of collection of the data and tagging the data with fifth data governance metadata identifying the authentication state by selecting at least one option from a plurality of predefined options for a second type of data governance metadata; algorithmically analyzing the data, by the metadata tagging engine, to determine whether any standard contractual considerations apply to the data, and, in response to zero or more standard contractual considerations applying to the data, tagging the data with sixth data governance metadata for identifying the zero or more standard contractual considerations by selecting at least one option from a plurality of predefined options for a third type of data governance metadata; and storing the third, fourth, fifth, and sixth data governance metadata with the data to control usage of the data by the applications based on data governance rules used by the applications that define an impact of the third, fourth, fifth, and sixth data governance metadata on ability of the respective applications to perform one or more actions using the data.
 18. The computer storage media of claim 17, wherein the plurality of predefined options for the first type of data governance metadata comprises information identifying at least one selected from the following: unrestricted data; indirectly identifiable data; directly identifiable data; and sensitive personal data.
 19. The computer storage media of claim 17, wherein the plurality of predefined options for the second type of data governance metadata comprises information identifying at least one selected from the following: an identified authentication state; an incognito authentication state; a pseudonymous authentication state; an anonymous authentication state; and authentication state not provided.
 20. The computer storage media of claim 17, wherein the plurality of predefined options for the third type of data governance metadata comprises information that indicates at least one selected from the following: data cannot be used to build profiles for cross-site targeting; data cannot be used for any targeting, but can be used for analytics/attribution; data cannot be used to build profiles for same-site targeting; the data cannot be used to build profiles for analytics; data cannot be used to build any profiles or for any targeting; data cannot be sent to advertising platforms; data cannot be used with directly identifiable information; and the data cannot be disclosed to a third party. 